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(
)


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( 99.99)

(
) 23 2549

()
40
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-

-

-

-
-

-

-

-

(Key Performance Indicator)



-

(SWOT)
(Strengths)
1.

2.

3.

4. (SKU) Size

5. World wide
(Perception)

6.

(Weaknesses)
1.

2. Pepsi
Pepsi Max 4
3. Pepsi
(Uniqueness)

4. Pepsi

(Opportunities)
1. low purchase involvement

2.

3.

(Threats)
1.

2. Functional Soft drink

Functional Soft drink Water Plus

3.
Non Carbonate Soft Drink

4.
Pepsi

(Corporate Strategy)




3

1. (Growth Strategies)

2. (Stability

Strategy)

3. (Retrenchment Strategy)

 (Business Strategy)
1.
(differentiation)

2. (cost

leadership)

3. (focus)

(Functional Strategy)
(STP Strategy)
( Segmentation)
(Segments)
4
- (Geographic Factors)
- (Demographic Factors)
- (Psychographic Factors)
- (Behavioral Factors)
(Targeting )



(Positioning)

(Marketing Mix
Strategy)
4

4

1. (Product)

2. (Price)
3
1)
2)
3)
3. (Place or Distribution
Channel)



4. (Promotion)

 (Customer Relationship
Management)

Above the Line Marketing ; ATL

(Out of- Home
Media or OHM) Search Engines

(Brand Awareness)

Below the Line Marketing ; BTL

(Non Media
Communication)
(Non
Media Advertising)

1. (Corporate Strategy)

(Strategy Alliance)

TT (traditional
trade)
QSR(quick service restaurant)
Global Brand KFC , Pizza Hut

2. (Business Strategy)

(Differentiation Strategy)

3. (Function Strategy)

(STP Strategy) (4Ps)
Pull-Push Strategy CRM, Above-the-Line
Marketing Below- the-Line Marketing